circularity

The new direct-to-consumer classics



Paravel luggage - direct-to-consumer lifestyle brand

No-fashion fashion; it seems the world is catching up with the ‘gentlewoman style’ set (according to the New York Times), who covet the best version of a thing that they can wear forever. This was the premise of my book, The New Garconne, which came out in 2016. The wardrobe building blocks featured in there have held up pretty well, although silhouettes have morphed slightly over time. But classics are classics, so I think we will always need a blazer, a tailored pant, a slim-heeled shoe and a decent tote.

Interestingly, some of today’s best classics don’t come from the heritage brands but from ‘direct-to-consumer’ (aka DTC) start-ups. (more…)

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Positive fashion: Maggie Marilyn introduces circularity-first wear-now-recycle-later basics



Maggie Marilyn Somewhere basics collection

Here’s a very cool concept I can get on board with. Maggie Marilyn, known for its sustainable but high-priced designs is introducing a new lower-priced offer of direct-to-consumer elevated basics. Think boxy blazers, organic merino wool sweaters and the perfect white jean.

While the proportions and fabrics look great, the ‘Somewhere’ concept goes further. Marilyn will introduce a “take-back scheme” in 2021, allowing well-loved pieces to be sent back to be recycled into new ones. This circularity-first concept (similar to For Days) feels like a real shift in how we consume. (more…)

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On Farfetch, circularity and the business of positivity



Graduate Fashion Week 2019 Farfetch Conscious Design Hub

Heads up! There’s a trendy new buzzword in town. Forget diversity, authenticity and sustainability; ‘positivity’ neatly encapsulates all three and can be moulded at will to suit the subject. The British Fashion Council has a positive fashion initiative, there’s a great website dedicated to Positive Luxury and it’s the tagline I use on here for anything related to considered fashion or beauty.

On which note, there was a palpable positivity at London’s graduate showcase, Graduate Fashion Week (GFW) last week. Now in its 28th year, something felt different this time – it seemed buzzier, less scrappy and had the ego boost of support from industry heavyweights including LVMH and Farfetch. (more…)

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Positive fashion: For Days and the circularity of everything



For Days circularity business model

‘Circularity’ is a word that has been doing the rounds (lol – no pun intended) for a while and we’re going to be hearing it a lot more. Example: For Days, the subscription based, ‘closed-loop’ T-shirt company that lets you return its worn-out tees in exchange for a new one, then upcycles the spent fabric into new yarn.

For Days recently received $2.7 million in funding and is starting to licence its business model to other start-ups. (more…)

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